In the latest installment of Hot Ones, the interview show that asks celebrities to eat increasingly spicy hot wings while answering a series of questions, host Sean Evans sits down with the Mayor Of Flavortown himself, Guy Fieri. As the Scoville levels rise, the two discuss everything from Fieri’s bowling shirts to his relationship with Drake to his personal feelings about being a walking meme (he likes it). One thing to keep an eye out for is the fact that Fieri never actually takes a bite of a wing, but instead tears the chicken off the bone with his hand, presumably to keep his logo, a.k.a. his face, immaculate.

The premise of Hot Ones may seem like any other YouTube show gimmick, but it actually serves an important purpose. As certain guests reach the end of the line with Mad Dog 357 and Blair’s Mega Death Sauce with Liquid Rage, they start to lose their composure and can no longer keep up the persona they put on for the public. That never happens to Guy Fieri. From wing one until his sweaty-eyed monologue at the end of the show, he says and does exactly what you would expect Guy Fieri to say and do, even stopping to give Hot Ones some marketing advice on their in-house hot sauce. So, say what you will about Guy Fieri, but that dude knows branding.